MARTHA Stewart the domestic diva appears to be reigning still in the hearts and homes of American women.
Her latest book titled Martha Stewart’s Homekeeping Handbook came out on Tuesday, an encyclopaedia of tips from “how to fold a fitted bedsheet” to the different types of mops in the market.
In another chapter of America’s “comeback kid” stories, the lifestyle guru has gradually bounced back after her release last year from a five-month imprisonment for insider trading.
Stewart appeared on Wednesday at Williams-Sonoma, a swanky home furnishing store in Manhattan’s Upper West Side, to sign copies of her US$45 book, which would have an initial print of 500,000.
Prior to her arrival, the handful of press members (mostly photographers) were given strict instructions that there would be no interviews and that photographs were permitted for only five minutes. They must then vacate the media area at once.
Within 10 minutes after the briefing, another staff member came up to the press to repeat the list of don’ts, besides saying which door she would emerge from.
Stewart was a picture of grace when she arrived. At 65, she looked younger than her age.
In a mini-speech, she said the book took her years to complete and that she was grateful to those who turned up for the book-signing.
“I am very excited to be here,” she said.
Those who wanted her signature were earlier given strict instructions, too. Each buyer was limited to three copies, no photographs allowed and that due to limited time, Stewart would just sign her book without personalising it. No “Dear Jane” sort of thing.
That did not put off her admirers. They loved her creativity, describing her as an inspiration and that she had come back stronger than before.
Many of those who turned up bought the maximum three copies allowed. “One book is for myself, the other two are gifts,” said teacher Donna Noone, whose husband was next to her, carrying the three copies of the 752-page book.
For accounts manager Melissa Ingeam, Stewart was her idol whose household tips she often followed.
“I always light a candle when I peel onions to prevent teary eyes, as suggested by Martha. It works!” she said.
The following day, Stewart appeared on Today, NBC’s top-rated morning news show, demonstrating ways to remove wax from the table cloth and how to get rid of stains.
Stewart also promoted the book on The Martha Stewart Show, telling TV viewers that she had been inspired by a 19th century guide titled “Mrs Beeton – Book of Household Management” that was given to her as a wedding gift in 1961.
Studio audience that day were each given a copy of her book.
“There are six things to do every day,” she said. Make the bed, manage clutter, sort the mail, clean as you cook, wipe up spills and sweep the kitchen floor.
Her weekday syndicated show, incidentally, will be going for the third season as major TV stations have just announced that they are picking it up again.
The earlier failure of The Apprentice: Martha Stewart seems far behind now.
On her show, Stewart shares her recipes from simple ones like how to make an egg-white omelette to the more complicated poached pears.
Celebrities such as Cynthia Nixon and Barry Manilow have been guest stars in the past week.
The Martha Stewart Show is pitted against another daytime show by Rachael Ray, a popular TV personality, which is aired at the same time.
Ray, who found fame with her 30-minute meals, is reportedly attracting higher TV ratings.
But still, the more staid-looking Stewart seems to be holding up well against her perky, younger rival who is just 38 years old.
The older guru has a radio show as well, besides magazines and a myriad of products.
Opinion polls carried out much earlier showed that Americans believed Stewart would pick herself up again.
To these people, it’s the return of the domestic goddess.
(Sunday November 5, 2006)
